Reenergizing Korean Youth with New Heritage, Inspiration and Life
JAJU was a traditional Korean Lifestyle brand, looking to drastically change course with a focus on smaller Road Shops for a younger target audience. After an in depth research period, we developed a new strategy and brand concept that tapped into the global wellness trend, creating an engaging and envigorating new universe that could give the Korean youth a well deserved boost and break. Under the creative concept ‘All Good’, we created a brand identity that was uplifting and reflected true Korean simplicity. Building on references originating in traditional Korean culture – such as the iconic Taegukgi flag and the classic ogansaek color palette – the new brand identity featured elements that, with a contemporary twist, let JAJU’s proud Seoul heritage shine through. The identity gained it's character and uniqueness through the JAJU Label Logo, which was able to transform, stretch and stack itself to create expressive and playful compositions. The label system also adapted to carry key brand communication by placing it into its four corners, creating a simple tool for direct and tactical statements.
Retail Concept and design (in collaboration with BRIQ)